Food From The Heart,
Leading the non-profit category with the core essence of (Food for) Thoughtfulness
Role
Brand Audit
Research and Strategy
Visual Identity Design
Design System
UI Design
Creative Direction
Social Content
CREDITS
LOGO ANIMATION BY CHNG WOON CHIEN
CHALLENGES
FFTH faces significant challenges in its brand positioning, including the absence of a cohesive visual identity system, which hinders the creation of a consistent and impactful narrative. The brand’s communication lacks emotional richness, relying on functional messaging instead of a human-centered story that resonates with its audience. Additionally, FFTH struggles to reflect its leadership, failing to communicate its legacy, ambition, and unique position, which results in a weaker perception of its authority and desired personality.
SOLUTION
I designed an online brand discovery workshop grounded in insights from the brand audit. This process led to the development of Food from the Heart’s (FFTH) core positioning: thoughtfulness—a guiding principle that drives meaningful action, fosters innovation, and builds strong community connections. This concept of thoughtfulness is expressed through three key dimensions: Thought(ful), Thought(Generation), and Thought(Provocation), encapsulating the organization’s distinctive and holistic approach.
Building on this foundation, the rebrand reimagines the original bread icon from FFTH’s logo, preserving its symbolic origins while reflecting the organization’s evolution beyond it. Bread, representing nourishment and community, has been transformed into a simple, versatile geometric logo. This modern symbol integrates the two core elements of FFTH’s value proposition: food and thought.
Rooted in the philosophy of impactful growth from simple ‘ingredients’—sincerity, will, compassion, and the spirit of service—the refreshed identity bridges FFTH’s meaningful heritage with its vision for a future of leadership and lasting change.